STRATEGI BANK MUAMALAT DALAM MENINGKATKAN PENJUALAN PRODUK SOLEH

Abstract

This study aims to identify and analyze Bank Muamalat's strategy for increasing the sales of the Hijrah Gold Solution (SOLEH) Product, as well as to identify the supporting and inhibiting factors affecting its implementation. The study employed a qualitative approach with a phenomenological design to understand the experiences and marketing practices implemented by Bank Muamalat. Data were collected through in-depth interviews, observations, and documentation, and were analyzed using a phenomenological analysis model involving data reduction, coding, theme development, and conclusion drawing. The findings reveal that the marketing strategy is implemented through customer visits, open booths, product presentations, field visits, and the utilization of digital media integrated with a relationship marketing approach. Supporting factors include the growing public interest in Sharia-compliant gold investment, Bank Muamalat's reputation, the competence of its marketing personnel, and the ease of the financing process. Meanwhile, the inhibiting factors consist of limited public literacy regarding Sharia gold investment, intense competition within the banking industry, fluctuations in gold prices, and limited promotional outreach. The study concludes that a marketing strategy integrating customer education, service excellence, and long-term customer relationships effectively enhances the sales performance of the Hijrah Gold Solution Product while strengthening Bank Muamalat's competitiveness in the Islamic banking industry.